Funded PhD Research

David Muir

Strategic Price Complexity, Shrouding, and Obfuscation and Its Impact on Consumer Behavior and the Customer Experience

Business Economics & Public Policy Department; Faculty Advisers: Katja Seim, Maria Ana Vitorino

This research looks at how complex pricing schemes and other marketing elements impact consumer behavior, specifically how consumers search for products, what products comprise their consideration sets, and how complexity impacts firms’ profitability.

Publications, Presentations & Awards


Seim, Katja, Maria Ana Vitorino and David M. Muir (2017), “Do Consumers
Value Price Transparency?” Quantitative Marketing and Economics, 15 (4), pp. 305-339. 9193-x